If you’re just starting out with direct mail or looking to change up your routine, you might be wondering what types of materials can feasibly be sent through the mail. What can you choose from when you’re ready to design and send something to prospects and customers? And which print marketing materials make the most sense in direct mail campaigns?
After nearly 20 years helping companies large and small with their direct mail efforts, we’ve handled hundreds of versions of each major direct mail category, including:
- Postcards
- Letters (anything inside an envelope)
- Self-mailers
- Product catalogs
- Polybagged content
- Dimensional mailers (packages)
By the time you’re done reading this piece, you’ll know all the details of each of your six options and be fully equipped to decide what form your next mailing should take.
We’ll begin with postcards. Take it away, postcards!
Direct Mail Campaign Option #1: What Are Postcards?
A postcard is a single sheet of sturdy paper or cardstock, designed to convey a message or advertisement without the need for an envelope.
Postcards stand out as one of the most popular and versatile forms of direct mail marketing. Their appeal lies in their simplicity and efficiency. They come in various sizes, from standard 4" x 6" to oversized options that provide more real estate for your marketing message and help your postcards stand out in a stack of mail.
Postcards are an excellent choice for businesses looking to maximize their marketing budget while ensuring their message gets seen. They work well for simple, direct messages and calls to action, making them a staple in direct mail marketing campaigns.
Direct Mail Campaign Option #2: What Are Enveloped Mailers?
This category encompasses a wide range of content — from simple letters to comprehensive packets of information, brochures or even small samples — all neatly packaged within an envelope.
When it comes to personalized communication or conveying detailed information, enveloped letters and materials stand out as a versatile choice in direct mail marketing.
Enveloped letters and materials offer a traditional yet flexible way to reach out to your audience, allowing for a range of creative and personalized approaches. While envelopes come with certain costs and considerations, the benefits of targeted, private communication often outweigh the drawbacks, making them a valuable tool in any direct mail arsenal.
Direct Mail Campaign Option #3: What Are Self-Mailers?
Self-mailers are an effective and versatile direct mail option that combines the message and the mailing container into one piece.
Unlike traditional letters that require an envelope, self-mailers are designed to fold and seal, often with a tab or adhesive, making them ready to mail without additional packaging. This category includes brochures, flyers and newsletters that are designed to catch the eye and deliver information efficiently.
Self-mailers are a compelling choice for businesses looking to make an impact with their direct mail campaigns. Their design flexibility, cost-effectiveness and straightforward preparation make them suitable for a wide range of marketing and informational purposes.
Direct Mail Campaign Option #4: What Are Product Catalogs?
Product catalogs are comprehensive booklets or magazines sent through direct mail, showcasing a range of products or services offered by a company.
Direct mail product catalogs can vary in size — from a few pages to extensive collections — and are designed to provide detailed information, including descriptions, prices and images of each item in the sender’s inventory.
Product catalogs are a classic direct mail material that combines the tangibility of physical mail with the comprehensive showcasing of a company's offerings. While they offer a unique way to engage and inform potential customers, the costs and logistical considerations make them best suited for businesses with a wide range of products and a budget to match.
If you’d like to send a product catalog but don’t want to overreach financially, consider some leading strategies for keeping product catalog mailings lower in price.
Direct Mail Campaign Option #5: What Are Polybagged Mail Collections?
Polybagged collections refer to a bundle of printed materials — such as flyers, brochures, catalogs and sometimes small promotional items — all packaged together in a clear, protective plastic bag or wrapping.
The polybagging method is often used for sending multiple pieces of marketing content in a single mailing. Polybagged collections offer a unique way to deliver a comprehensive package of marketing materials directly to your audience's hands.
These mailings are particularly effective for campaigns aiming to provide a broad overview of a brand's offerings or distribute special promotions that include a mix of printed content and small promotional items. If you’d like the bundling capabilities of envelopes combined with the visibility of clear packaging, polybagging may be your best route.
Direct Mail Campaign Option #6: What Are Dimensional Mailers?
Dimensional mailers, also known as 3D mailers, are innovative direct mail pieces that have a physical depth or shape to them, distinguishing them from flat mail like postcards and letters.
These mailers can range from simple pop-up elements in a card to elaborate boxes containing product samples, promotional merchandise and informational kits. Dimensional mailers are designed to stand out in the recipient's mailbox and create a memorable unboxing experience.
Dimensional mailers are an excellent choice for businesses looking to make a strong, memorable impact with their direct mail campaigns. They’re particularly effective for product launches and special promotions, offering a creative way to convey complex information. While the investment is higher, the potential for increased engagement and response rates can make dimensional mailers a worthwhile component of a comprehensive marketing strategy.
Create Custom Direct Mail That Matches Your Intent and Draws Your Audience
Choosing the type of mailer you’ll send can feel overwhelming at first, especially if you’re not sure of your options. Now that you do understand the most common and popular direct mail materials, we hope this process is feeling a little less stressful and a lot more exciting.
The truth is, the format and design you choose will depend quite a bit on your budget and purpose. If you don’t have much content to display, there’s no use spending the money for a catalog or magazine when you could fit everything comfortably on a postcard.
One factor to keep in mind is that you should consider the direct mail route and class you select before choosing the format of your mailer. Each type of mailing comes with its own set of parameters. Before moving forward, you may want to explore our in-depth explanation of each type of mailing by visiting one or more of the article links below:
- Targeted Mailing as a Direct Mail Strategy: An Honest Review
- Addressed Saturation as a Direct Mail Strategy: An Honest Review
- Every Door Direct Mail (EDDM) as a Mailing Strategy: An Honest Review
If you’re eager to get started on your mailer of choice, reach out to an Integra team member about your project by clicking below!
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